Chanel is a world famous luxury brand which welcomed by women all over the world, coco mademoselle is a new oriental perfume created by Chanel master perfumer Jacques Polge in 2001.It represents the ever-evolving spirit of coco Chanel which is included in this feminie,sexy,young and exciting fragrance.
As luxury as Chanel, this advertisement is also luxury including the super star Keira knightley who have enlaced in Pirate Of the Caribbean Series , Pride&Prejudice and so many other famous movies. On the other hand, the director Joe Wright is also the director of Pride&Prejudice,the jingle ” this is a man’s world” is James Blunt’s song,however, is performed by Joss stone in a more faminine and soft way.
There are two part of this adv attract me a lot, the first part is when Keira knightley driving a motorbicycle that was so wild,so cool but still sexy and beautiful! The second part is the end of the story,what a surprise!
Obviously, this adv intends to target the young women or maybe the guys who want their girlfriends or wives more charming, the core message is close related to the perfume spirit: sexy, young and exciting. The advertising is made as films which have 30 and 60 seconds spot on Television, however, consumers can watch the full version from Chanel online. The adv is one-way communication one which try to driving the audience to buy the products so that they can becoming sexy and charming like the actress in the adv.
In conclusion, the whole package of the campaign is brilliant , however, like any other luxury products’ adv, it is still lack of creativity compared to the normal products’ adv.